Marketing Translations

Marketing translations are the most creative part of our everyday translation work, often bordering on transcreation. Ideally, a marketing translation comes with a brief explaining the aim, the target audience and the intended results of the translated text. And it's definitely not just about knowing the right equivalent of every word in the target language - often the text of, for instance, an advertisement has to be "localized" thoroughly to have a similar effect on the target market. A marketing text can contain slang or wordplay, it may be a poem or a song, or may just defy verbatim rendering in another language. Although marketing translations may be a welcome change from the rigorous, sometimes monotonous term-chasing of long technical texts, they are definitely not easier for the translator, as they require a lot of creative effort. And there is sometimes a few rounds of back-and-forth feedback implementation, adjusting and redoing involved, which may be frustrating.

Marketing translations are not suitable for every translator. Our regular tests for every translator often also include a specifically marketing-oriented test job to determine the nature of the applicant's creativity. As a result, we know who are the best people for this kind of work and, as always, picking the right team for any job is an important part of our everyday work.


Here are some examples of texts that fit in the category of marketing translations:

  • TV, radio, print and outdoor advertising

  • Banner ads, web campaignss

  • Marketing and promotional materials

  • Product sheets, descriptions

  • Speeches, addresses and pitches

  • Various other texts that require a creative approach from the translator


Other translation areas

Depending on how you want to look at it, almost any kind of translation can be called technical translation these days. However, we want to distinguish it from the other broad fields of translation, as it can never hurt to have a precise focus.

While a professional background is always a plus for any translator, it is especially true about medical translations. A degree in medicine is a must for most medical translation projects, for translators as well as editors.

The first thing about legal translations is that the target text has to convey every detail and nuance of the source exactly. This may seem obvious, but can be quite a challenge, especially in the case of contracts or court proceedings where the stakes can be high.